The Benefits Of Social Media Marketing On SMEs Brand Awareness

Muhammad Salman, Saad (2015) The Benefits Of Social Media Marketing On SMEs Brand Awareness. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Social media marketing is a phenomenon which has become an important aspect of the marketing mix and revolutionize the way companies interact with their customers. It is a new field of research and literature quick scan revealed that not many studies exist. However, the few existing studies without scientific proof to industry data, have been rushing to conclude that the emergence of social media has led to the death benefits of social media for brand awareness. Oeh that this research project is to clarify whether social media is more efficient in the perspective of brand awareness and assess the impact of demographic factors on the advantages of social media marketing. Researchers conducted a questionnaire on 50 SMEs around Melaka by distributing questionnaires. After obtaining a source of information on social media marketing and branding awareness, several methods have been used to analyze the study. Researchers conducted a study with quantitative methods and using SPSS to analyse the based on Descriptive Analysis, T-test, ANOVA and Regression Analysis in order to measure the relationship between benefits of social media marketing and brand awareness. Based on a study conducted it was found that social media exposure and customer engagement that has strong ties to the brand-awareness, while, influence does not reach enough relationship to brand awareness. In addition, the result shows that there is no significant relationship between firm’s demographics factor and brand awareness.

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